WHEREAS:
Resolution 81, adopted at AFSCME’s 2006 convention, mandated that we evaluate our communications to ensure that our union projects an image that shows the purpose, strength and vitality of our mission.   Resolution 81 also called on the union to develop a comprehensive plan to promote a positive image of public services and the workers who provide them – through paid media, issue campaigns and aggressive media outreach; and

WHEREAS:
In 2007, AFSCME adopted a new and powerful “brand” for our union that highlights our energy and strength, unifies our voice and respects the diversity of our organization; and

WHEREAS: 
AFSCME’s new logo and tagline, “We Make America Happen,” were introduced at the 2007 National Leadership Conference and then  integrated into all communications, from our earned and paid media to our website, organizing materials and internal publications, such as the AFSCME WORKS magazine; and

WHEREAS: 
AFSCME’s affiliates have embraced the new brand, and have done an excellent job integrating it into their own communications vehicles; and

WHEREAS: 
AFSCME is moving forward with the second phase of our effort--to develop the message and organizational tools to  educate the media, elected officials and the general public about the value of public services and the workers who provide them; and

WHEREAS:
The well-funded and coordinated right-wing propaganda machine has tried for decades to destroy faith in the public sector and in labor unions. Undoing their damage will take considerable time and effort and must be a top priority; and

WHEREAS:
Positive public relations are a method of generating favorable perceptions of union activities within their communities; and

WHEREAS:
AFSCME members continue to encourage positive relationships in their communities through volunteerism, community support and receiving favorable media coverage; and

WHEREAS:
Union members continue to develop relationships and resources with their community business, civic and political leaders; and

WHEREAS:
These relationships and resources, as developed, are understood to be constructive methods of positive influence in the communities they live and serve; and

WHEREAS:
Union members prepare and battle in bargaining each contract to improve wages, benefits and working conditions lost or not yet acquired.

THEREFORE BE IT RESOLVED: 
AFSCME will identify and employ cutting-edge strategies to showcase public services and the workers who provide them and to build support for a strong public sector; and

BE IT FURTHER RESOLVED:
AFSCME will, when appropriate, utilize paid media and public service announcements to build support for the services our members provide, such as the display ads placed at Reagan Washington National Airport for several months in 2007; and

BE IT FURTHER RESOLVED:
These efforts alone will not undo decades of anti-public service propaganda. Every AFSCME leader, member and staff member must become a messenger. AFSCME will develop and implement a comprehensive training program and tool kit for leaders, members and staff, at every level of the union, on how to develop persuasive messages about public services and wage effective campaigns to support these vital services and the workers who provide them; and

BE IT FURTHER RESOLVED: 
AFSCME will also work with public officeholders to make them aware of the unique opportunity and obligation they have to use their position and resources to promote public services; and 

BE IT FURTHER RESOLVED:
AFSCME will continue to make a powerful case for a strong public sector--one that showcases the public services that make our communities strong, puts a human face on the dedicated people who deliver these vital services and establishes our union as an advocate for basic values like fairness, security, opportunity, and the efficient public services that bring those values to life. We must continue to spread the fundamental message of our union:  We Make America Happen; and

BE IT FINALLY RESOLVED:
That councils and locals make a concerted effort to project favorable and community- involved images of the organization by actively engaging in positive public relations and promoting the public service.

SUBMITTED BY:  INTERNATIONAL EXECUTIVE BOARD

Gary Gillespie, President and Delegate
AFSCME Council 75
Jack Tucker, Delegate
AFSCME Local 2067, Council 75
Oregon